Think TAB and let’s be honest, you think men. The betting company, and the racing industry’s biggest supporter and contributor, is doing its best to change that with an IWD campaign by M&C Saatchi that recognises the huge contribution that women make to the racing industry.  

The campaign, #NotOneDay, will include a collection of initiatives that highlight the achievements and contribution that women from all areas of the industry have made, above and beyond March 8. It began with a 15-second launch film supported by press, digital, social, retail media including DOOH and a YouTube/Sky Racing broadcast buy. The campaign will run throughout the course of several months, with the steady release of individual stories of industry trailblazers and loyal supporters.

In industry first initiative, each race in the Randwick race meeting will be renamed after individual women who make racing stronger every day.

Mandie van der Merwe, executive creative director, M&C Saatchi, commented, “Not One Day recognises the outstanding women who have shaped the racing industry over the years but also acknowledges all those who continue to do so right now. We’re proud of this important piece of work because it is a celebration of women in the industry not just today but every day.”

Laura Brown, creative, M&C Saatchi, added, “Having the opportunity to support and celebrate some of the remarkable women in the racing industry has been an incredibly rewarding experience. We believe these stories of drive and resilience are worth sharing and we’re excited to keep telling them throughout the year.”

Luke Waldren, EGM – marketing, customer and product at TAB, noted, “For the last 64 years at TAB, we’ve watched racing make the kind of strides that are the envy of all sports when it comes to women. It’s one of the many reasons we continue to back and celebrate an industry that’s leading the way.”

Credits:

Agency: M&C Saatchi
Chief Creative Officer: Cam Blackley
Executive Creative Director: Mandie Van Der Merwe
Creative Director: Chris Cheeseman
Creatives: Laura Brown & Tom Bradbeer
Group Managing Director: Russell Hopson
Group Head: Emma Mcjury
Account Director: Joshua Johns
Head of Strategy: Nick Jacobs
Social Strategy Director: Emma Parsons
Senior Social Strategist: Clement Simon
Senior Project Manager: Ashlee Keown
TV Producer: Colin Tuohy

Production Company: 13CO
Photographer: Patrick Fileti
Music & Sound: Rumble & Song Zu
Post Production Company: Resolution Design
PR: M&C Saatchi Sport & Entertainment
Media: OMD

Client: TAB
Executive General Manager – Marketing, Customer & Product: Luke Waldren
General Manager – Brand, Marketing & Content: Kent Madders
Racing NSW Manager:Jonathon Rhydderch
Marketing Coordinator – Racing: Jessica Moodie

Michelle J. Payne won the 2015 Melbourne Cup, riding Prince of Penzance, and is the first and only female jockey to win the event.